SEO 101 Ep 510 Summary

Podcast: SEO 101
Host: Scott Van Achte (solo episode)
Date: September 10, 2025
Episode Title: Core Web Vitals Winners, Google’s Schema Shake-Up, and Apple’s Big AI Search Plans

Main Theme and Episode Purpose

This episode covers recent SEO news, including the latest Core Web Vitals performance among top CMS platforms, Google’s removal of several structured data types (schema), and a deep dive into Apple’s upcoming AI search plans. Additional segments focus on the impact of Large Language Model (LLM) traffic on conversions, Google’s AI mode expansion, and trends in ChatGPT and Google user overlap. While it's a quieter news week, Scott delivers actionable takeaways for beginners and SEO pros alike.

Key Discussion Points & Insights

1. Core Web Vitals Report: CMS Platforms Performance

• Source: HTTP Archive community July report

• Summary:

  • All major content management systems (CMS) improved their core web vitals from June to July 2025.
  • Top six CMS platforms and their MoM improvements:
    • Joomla: +3.23%
    • Wix: +2.61%
    • Drupal: +1.47%
    • Duda: +1.33%
    • Squarespace: +1.27%
    • WordPress: +0.9%

• Current Rankings (Best to Worst):

  • Duda: 84.96%
  • Wix: 70%+
  • Squarespace: 68.9%
  • Drupal: 60%
  • Joomla: 54%
  • WordPress: 44.34%

• Insight:
  Despite being the slowest (lowest Web Vital scores), WordPress sites tend to rank better in Google search.

  “Despite WordPress being slower than other content management systems, this doesn’t appear to impact rankings much. …So this may suggest actually that site speed is a little bit less critical than we all seem to believe.”
  — Scott Van Achte, (03:25)

• Technical Explanation:
  WordPress’s slower speed is due to technical debt: “accumulations of outdated code, various design decisions that make it harder to maintain, update and improve the platform.”

• Takeaway:
  Site speed matters, but customization and flexibility may matter more for SEO impact, especially for WordPress.

2. Google Structured Data (Schema) Support Shake-Up

• What’s new:
  • Google has removed support for six structured data types:
    • Course info
    • Claim review
    • Estimated salary
    • Learning video
    • Special announcement
    • Vehicle listing
• Reason for removal:
  Google: “Phasing out… because our analysis shows they’re not commonly used in search, and … no longer providing significant additional value to users.” (04:20)
• Where you’ll see changes:
  • Removed from Search Console rich result reports
  • Gone from Rich Results Test output
  • Removed from Search appearance filters
• Advice:
  No need to remove existing markup — doesn’t help Google but may still benefit Bing, LLMs, or DuckDuckGo.
• Speaker’s Note:

  “Just know they’ll have no impact on Google results whatsoever. You know, they’ll just do nothing for Google. So don’t run out and remove them...”
  — Scott Van Achte, (05:50)

3. Apple’s AI Search Plans & Siri Overhaul

• What’s coming:
  Apple will launch an AI-powered search engine for Siri in 2026 (code-named “World Knowledge Answers”).
• Planned Features:
  • AI-overview-style results blending text, images, video, and local data
  • Expansion to Safari browser
  • Powered by Google’s Gemini AI model
• Contextual Color:
  Ross (usual co-host) is “not a fan of Apple … he makes fun of me because I use an iPhone.”
  — Scott, (07:05)
• Implications:
  Potentially impacts search and browser market share; further disrupts the search engine landscape.
• Opinion:
  “Let’s see what happens with Apple.” — Scott Van Achte (07:40)

4. AI and LLMs in Search: Latest Findings

a. LLM Traffic Conversion Rates

• Study by AMSIV (Digital Marketing Agency)
• Sample: 54 websites over 6 months; measured conversions (form fills, purchases)
• Findings:
  LLM (AI assistant-driven) traffic converts at about the same or slightly better rates as organic Google Search:
  • Organic: 4.6% conversion rate
  • LLM: 4.87% conversion rate
  • LLM traffic <1% of overall traffic so far (data limited)
• Quote:

  “…conversion rates are actually marginally higher through LLMs than they were through regular Google search, which is kind of surprising for me.”
  — Scott Van Achte, (13:20)

b. Google’s AI Mode: Rollout & Default Search

• Expansion:
  Now available in 180 countries (including Canada), recently added languages: Hindi, Indonesian, Japanese, Korean, Brazilian Portuguese. No Spanish or French yet.
• Possible Default:
  Discussion stirred by Google’s Logan Kilpatrick’s comment on X (September 5): AI mode may become the default user search experience soon. Robbie Stein (VP at Google) clarifies: not just yet, but trend is clear.
• Scott’s Take:

  “I think we are going to see the day…where AI mode does fully take over the main results at Google. I think it’s inevitable that day will come.”
  — Scott Van Achte, (15:48)

5. ChatGPT vs. Google: Traffic & User Overlap

• SimilarWeb Data:
  • 95.3% of ChatGPT users also visit Google
  • 14.3% of Google users visit ChatGPT
  • August 2025: ChatGPT had 5.8 billion visits; Google had 83.8 billion (ChatGPT at ~7% of Google’s visit volume)
• Trend:
  ChatGPT referral traffic is surging, sometimes surpassing Bing as a referrer for some sites (e.g., Search Engine Land).
• Implication:
  LLMs/ChatGPT are growing as traffic sources, with similar conversion rates to Google Search, but Google still dominates for now.
• Quote:

  “ChatGPT does have a long way to go to make a notable dent in Google…But in some cases they’re finding it is outperforming Bing, at least not in terms of market share necessarily, but in terms of results that individual websites get.”
  — Scott Van Achte, (18:55)

Notable Quotes & Memorable Moments

• On WordPress and speed:
  “WordPress is probably the most widely adopted content management system and they just don’t do great when it comes to core web vitals.”
  — Scott Van Achte (03:10)
• On Google’s schema removals:
  “There really is no harm in continuing to use them… Bing may use them, some of the LLMs might use them… So it’s all good to know there.”
  — Scott Van Achte (06:10)
• On Apple’s AI search:
  “Apple is going to get into the show here a little bit. Let’s see what happens with Apple.”
  — Scott Van Achte (07:40)
• On rising LLM conversions:
  “Conversion rates are actually marginally higher through LLMs than …regular Google search, which is kind of surprising for me.”
  — Scott Van Achte (13:20)
• On the future of Google’s AI mode:
  “That day will come, so be ready for it. It will happen. Just can’t escape AI, can we?”
  — Scott Van Achte (16:25)

Important Timestamps

| Timestamp | Segment | |-----------|--------------------------------------------------------| | 01:33 | Show start & CMS/Core Web Vitals report | | 03:25 | Technical debt slows down WordPress | | 04:15 | Google removes support for six schema types | | 07:05 | Apple’s AI search engine plans for Siri in 2026 | | 13:20 | LLM traffic conversion rate stats | | 14:55 | Google AI Mode expansion and language update | | 15:48 | Google AI Mode becoming the default search experience? | | 18:55 | ChatGPT vs. Google: referral traffic & market share |

Final Takeaways

• Speed matters, but flexibility/tradition often trumps it in SEO–WordPress’s dominance in rankings despite poor core web vitals is a key example.
• Structured data removals from Google shouldn’t prompt hasty site changes; other platforms may still use those markups.
• Apple’s AI search is coming—likely to shake up the search and browser market, especially as it integrates into key Apple products.
• AI and LLMs are already showing similar conversion rates to classic search—with growth potential as default experiences.
• Google remains king, but ChatGPT is gaining ground both as a destination and a traffic referrer.

This episode provided concise, practical updates for SEOs at all levels, bridging the gap between news and actionable, day-to-day advice.

End of Summary.